What we know about using humour in advertising

Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Humour can create emotional appeal and "buzz" or virality – and can be highly effective, even in tough times and for difficult subjects. However, the humour should link to the brand to avoid overwhelming the branding or message, especially in a more rational appeal. Gender, age and geography of the target need to be considered in creating humorous advertising.

Definition

Humorous advertising is designed to be funny for the target audience and provokes laughter in the viewer/reader. It is used mainly to gain attention and generate involvement in an ad or to create positive emotion which is attached to the...

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